Ocean Spray Bears New Fruit With Its First Rebrand In Over 20 Years

Image courtesy of Ocean Spray

Ocean Spray Cranberries is riding a new wave with a complete brand makeover, its first in over two decades. This refresh aims to quench the thirst of today’s consumers with depth, authenticity, and a sprinkle of fun—with a “wildly uncommon twist.”

Stone Strategy & Design, the creative studio at the helm of this revitalization, was tasked to pour new life into every aspect of the brand. Every droplet, from the logo to the packaging, has been reimagined to reflect Ocean Spray’s hearty roots and the robust spirit of its nearly 700 family farmers.

Image courtesy of Ocean Spray

The juiced-up revamp introduces vibrant visuals, a fresh tone of voice, and dynamic typography, all aimed at capturing the brand’s essence: resilient, pioneering, and full of flavor.

Image courtesy of Ocean Spray

Image courtesy of Ocean Spray

Eliza Sadler, head of brand elevation at Ocean Spray, underscores the careful thought behind the overhaul, stating that redefining the visual identity of a nearly 95-year-old company was a task the team squeezed every ounce of creativity into.

Image courtesy of Ocean Spray

Image courtesy of Ocean Spray

“Guided by the desire to show up in wildly uncommon ways and be unapologetically offbeat, [it] allowed us to lean into what makes the co-op so unique. I’m proud to say that we have achieved this—this reimagining is as bold as our fruit and unapologetically ambitious as our founders,” Sadler adds.

Image courtesy of Ocean Spray

The rebrand has already borne fruit, with Ocean Spray launching advertisements, introducing new products like Chocolate Dipped Cranberry Bites and a Zero Sugar beverage, and even selling out a limited-edition flavor in record time. Moreover, collaborations like the Absolut Vodka and Ocean Spray Vodka-Cranberry Range showcase the makeover’s versatility and appeal in new and unexpected spaces.

Image courtesy of Ocean Spray

As Ocean Spray rolls out its new look across various products, fans will soon taste the difference of a household name that’s not just aging gracefully but is also boldly stepping into the future with every sip.

[via Ocean Spray, images courtesy]